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The Customer Journey as a Source of Information
By: Nicolas Padilla, Eva Ascarza and Oded Netzer
We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with... View Details
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The Ownership of Deep Metaphors
By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are... View Details
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